August 7, 2010

"Awareness" vs. Paying clients

What is the goal of your communications?

If your answer is to "increase awareness" of your organization or product, how will you know if you're successful?

Make the goal something you can count:
1. More leads for our service
2. More supporters on our mailing list
3. More donations
4. More attendees at the event

Awareness doesn't pay the bills. Paying clients and donors do.